Filed under: branding
Avis’ 45-year-old tagline, ”We try harder,” is well-known and highly successful. For its owner, the line cleverly communicated the idea that being #2 is not only OK, but might be even better for those interested in service. For me it always seemed slightly apologetic, though: as if the line should start with “Yeah, but…”
Now we have a different kind of #2 in Mark Spitz.
There’s a great profile of Spitz in The Wall Street Journal today in which he talks about what it’s like to now be the second-best swimmer in history. Spitz hasn’t lived in the past glory of 1972 for quite some time, so he appears to be handling Michael Phelps’ ascendancy as well as anyone could possible expect.
There has got to be a brand out there for whom Mark Spitz would now be the greatest spokesperson in the world. Not in Avis’ slightly defensive sense, but a great brand in and of itself that simply isn’t standing under the brightest lights: a brand that represents excellence, and perhaps a bit of emotion for its current and future customers.
What brand could Mark Spitz most gracefully represent now that he’s #2?
Mark Spitz
Michael Phelps
Olympics
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